Auburn Hoops was created by Chelsea Nelson to give your art the frame it deserves! Their patent pending design not only allows you to display your art in style but also modernises the old fashioned embroidery hoop. 

How did you get into embroidery? 

When I was pregnant with my firstborn a friend introduced me to embroidery. As my due date approached and then passed I needed something to take my mind off the exciting moment when my daughter would make her entrance. While I waited, I searched the Internet for tips and tutorials and continued teaching myself as I stitched my first piece for her nursery.

Do you have a background in design?

Not at all. I have always loved being creative and making things but never considered pursuing it as my career until it just happened! Instead I graduated with a bachelors in Biology and then a Masters in Christian Studies. Yes, my interests have a wide range. My father is an amazingly talented artist so I’m sure any talent I picked up was from him but I couldn’t claim that I’m anywhere as near talented as he is. He can draw and paint so beautifully. I suppose I needed to find my own medium and it turned out to be fiber art!

What are some of your favourite stitches?

It gets a bad rap but I personally LOVE the satin stitch! To me it is the equivalent of colour by number. It easily fills any space and is mind numbingly fun!

Are there any stitches you’re keen on learning?

There are so many embroidery techniques and so much history to the craft, I’m not sure I could choose just one. Currently my style would fit into the modern embroidery category which is really fun and super teachable. I would love to explore outside of that and get into the technical styles and the rich history of embroidery.

Where do you get your materials and threads from?

Of course I make all my own hoops! Since starting Auburn Hoops I haven’t had the slightest desire to return to an old fashioned hoop and I’m so grateful to have my own endless supply. I get my thread from a variety of craft stores but I tend to stick to DMC thread since it is easy to find and have a great number system. I do a lot of teaching and pattern writing so making sure I can share colour choices that are accessible to the general public is important to me.

How do you start a new piece of work, what’s your design process?

A lot of dreaming! I am often looking at life through an embroidery lens and thinking “can I embroider that”? Recently I have brought a graphic designer onto my team that helps me develop patterns. Most of my pieces are done in partnership with her so I can develop a clean pattern for others to follow but if it’s a personal project I start with pencil and paper and keep my process fun and simple.

Are you overwhelmed with designs and ideas or does it take time to find new embroideries to stitch?

I go through seasons. I am raising my two children and expecting our third soon so my brain is often preoccupied by them. When I get the time to sit down and focus on embroidery the ideas tend to flow quicker than I could stitch!

Do you embroider for fun or is it a full-time job? If not what’s your day job?

I like to say that being a mum is my full-time job right now and that embroidery is my nap-time and bedtime job. Often times the two intersect and I find ways to work alongside my two little helpers but most of my job happens when the kids are sleeping.

How do you find using Instagram? Do you ever worry your work will be copied? 

I think anyone that posts their art on Instagram has the fear that it will be copied and most of us have had our work copied or imitated in some form. The embroidery community is pretty wonderful though and most often a simple conversation has been able to clear up any problems. As for our hoops themselves we are able to go the route of getting a patent to protect our design so we are thankful to have that assurance and peace of mind.

Do you ever feel nervous or anxious your followers won’t like your work?

Absolutely! Posting your creations on social media is a very vulnerable thing to do. I try not to let it control my design process too much but it is hard to not wonder if my designs will be liked or even purchased. There is a lot of tension that can happen between creating for fun and creating because it’s a part of my business.

Do you ever feel pressured to post images that you know will get lots of likes instead of simply posting what you like?

Posting can be a struggle in so many ways for me. It has taken me a long time to learn how to take good photos. Taking photos and writing captions are two things that tend to get the backburner in my business. They matter but they aren’t the most important part to me personally, I’d rather spend my time creating hoops and embroideries. With that being said, I mostly just post what I want when I want and hope for the best.

What do you love about embroidery?

I first fell in love with embroidery because of how easy it is for anyone to pick up and learn. Now that I have been embroidering for years, I love pushing my limits with details and new stitches! I think that’s the great part about embroidery, it’s easy to get started and there is always room to grow and be challenged.

Follow Chelsea here.